Giles Hurley, the chief executive of Aldi UK, has said that the German discounter will do “whatever it takes” to keep prices low.

The supermarket reinforced its pledge to cut prices across a wide range of products wherever possible throughout the rest of the year, aiming to bead the £380 million it invested in price cuts during 2023.

This year, Aldi has announced a range of price cuts including reducing prices on a third of its fruit and vegetable range. The company estimates it has invested around £125 million this year to reduce prices on around 500 products which represent around a quarter of its range.

“We know that shoppers remain under pressure from the cost of living, which is why we remain laser focused on offering the lowest possible prices,” said Hurley. “We are investing more than ever before in lowering prices, and we will continue to do whatever it takes to keep grocery prices as low as possible for the millions of customers that shop with us.”

In February this year, Aldi was named the cheapest supermarket by Which?.

The consumer champion’s findings were based on the prices of 72 everyday items at Aldi, Lidl, Waitrose, Sainsbury’s, Tesco, Morrisons, Ocado, and Asda. The average basket price at Aldi came in at £125.43, besting second-place Lidl at £128.19, and third place Asda at £140.51.

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